"If they made more specific claims, for example, if they've said this can prevent the flu then the product would be regulated as a medicine and they could get in much more trouble, so I think these vague terms they're using are to try and imply things, and that actually worries me a bit."

In response to the complaint, Health 2000 said the ad was pre-vetted and approved by the Association of New Zealand Advertisers.

Company spokesperson Sue Pairaudeau insists the ad is not misleading.

Health 2000 says it is appealing the Authority's ruling and believes it has scientitfic evidence to back up its advertisements.